Digital media is playing an increasingly important role in determining purchase decisions of car buyers, reports Sharmistha Mukherjee

According to a study by Google Kantar TNS about 90% of car purchases in India are digitally driven.

Digital media is playing an increasingly important role in determining purchase decisions of car buyers, reports Sharmistha Mukherjee.

According to a study by Google Kantar TNS about 90% of car purchases in India are digitally driven.

The study also revealed that as consumer behaviour has been evolving, the number of visits to brick-and-mortar dealerships have dropped.

The study tracked consumers’ car research and purchase journey and found that video, search and brand/dealer websites are the key digital touchpoints that play a crucial role in influencing a car-buyer’s decision.

Consumers today are increasingly researching online before purchasing a vehicle, even in smaller cities and towns. Not many consumers today are buying a vehicle online as it is a high-value asset but what is interesting is that 44% of the respondents said they will consider making purchases online going ahead if given the option.